Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2014/15 Module Cap
Tied to N5K209
Tied to N5K309
Tied to N5K609
Tied to N2P109
Tied to N2P309
Tied to N2P609


  • None


  • None

Excluded Combination of Modules

  • None


  • To provide students with a in-depth understanding of the key issues in the specialist marketing of services;
  • To explain and utilize the service marketing mix to develop advanced strategy for service organizations;
  • To provide a set of analytical frameworks, concepts and tools for critical thinking about service and service related activities


  • Understanding Service Products, Consumers, and Markets
  • Applying the 4Ps of Marketing to Services
  • Managing the Customer Interface
  • Implementing Profitable Service Strategies

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will have an advanced knowledge and understanding of:
  • the ways in which services differ and how they can be classified
  • the critical importance of service activities in the modern world economy
  • the complexity of how consumers purchase and evaluate services
  • the ways in which learned knowledge can be applied to organisations within the services sector
Subject-specific Skills:
  • By the end of the module students will be able to:
  • critically analyse the unique elements of services marketing vs. product marketing
  • critically analyse the various dimensions of a service offer and key issues regarding customer evaluation of services
  • identify and manage complex customer service experiences, expectations, perceptions and outcomes
  • identify and prioritise key areas for advanced service design development
  • implement profitable advanced service strategies
Key Skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The summative assessment is in two parts: an examination to test students’ acquisition of subject specific knowledge and understanding, and a group project based on the analysis of two case studies to test students’ ability to apply relevant knowledge and skills.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching blocks 9 1 per week 3 hour 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Assignment Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Group project report 2000 words 80% Individual written assessment (1500 words)
Group project presentation 20 minutes 20%
Component: Exam Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Exam 1.5 hours 100% Same

Formative Assessment:

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key decisions in practice. The main aim of the formative assessment is to begin to understand the application of the material, to consolidate your knowledge and further develop relevant skills for academic work. Participation in seminar elements provides an opportunity for formative feedback throughout the module.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University